The marketer's guide to (generative) AI

AI is shaking things up everywhere, and as a content marketing agency, we're always trying to figure out how it can assist our different experts. In our previous blogs, we already looked at how generative AI can help with copywriting and design. This time, we're looking at how it can help everyone's favourite busy bees: marketers. Let's dive in! 
powered by
Teammember Unmute You
Teammember Unmute You
Teammember Unmute You
Marketer at work
We value your privacy! We use cookies to enhance your browsing experience and analyse our traffic.
By clicking "Accept All", you consent to our use of cookies.

How can marketers use AI tools?

As we stated in our ‘AI for designers’ blog, you have two main choices: specialised tools that help you with one specific task, or a general tool that can help with many different tasks. Luckily, there are plenty of tools out there. If there's something to be written or otherwise generated, there's probably an AI-based solution for it.

Marketers tend to have diverse tasks, so they need tools that are just as versatile. And when you think of versatile AI-based tools, ChatGPT usually comes to mind. Let’s see how it can help you with content marketing below, before we look at some more specialised alternatives.

Can ChatGPT be useful for content marketing?

ChatGPT is a good entry point for content marketers who want to try AI: it doesn’t cost anything, it’s easy to access, and (kind of) easy to use.  

However, that doesn’t mean you’ll always get a good outcome. As we mentioned in our previous blogs, ChatGPT can be a great assistant for tasks you are familiar with, but if you don’t know what you’re doing in the first place, its output won’t be very good either.

So, how do you use this assistant for your marketing efforts? The possibilities are almost limitless, so it can be difficult to know where to begin. Here are some basic prompts that can help you get started with keyword research, optimising engagement and SEO optimisation:

  • "Identify long-tail keywords with low competition for [your topic]."
  • "Analyse keywords my competitors rank for in [your niche]."
  • "Identify transactional keywords with high purchase intent related to [your product/service]."
  • "Find the best time to post my article on [platform] based on my audience's engagement data."
  • "Recommend relevant hashtags for my social media post about [your topic]."
  • "Help me create A/B variations of headlines for my blog post on [your topic]."
  • "Analyse my blog post on [your topic] and suggest improvements for search engine optimisation."

It's important to remember that the quality of ChatGPT's output varies heavily depending on your prompt. The prompts above will give you a solid foundation to work with, but we recommend adding familiar marketing frameworks like the STDC model or STEPPS to boost the quality and consistency of the output.

Even with improved prompts, you're bound to run into ChatGPT's limitations sooner or later. At a certain point, you may find yourself investing more time into tweaking the prompts than getting added value out of them. One possible way to avoid this is to use tools that have been made specifically for marketing.

Teammembers marketing working on marketing, strategy, contentmarketing, ... behind their computer

Jasper: ChatGPT optimised for marketers?

Jasper is (besides our favourite human copywriter, coincidentally the one writing this) a versatile AI-based pay-to-use tool that has been specifically tuned for marketing.

As we explained in our ‘AI for copywriters’ blog, we used Jasper in the past, but it was only a simple wrapper around a ChatGPT API back then. However, the team at Jasper has been busy, and they have introduced several new features that make our copywriters and marketers consider giving it another go.

  • If you're a marketer, you've probably had projects where you had to reuse a piece of content multiple times and you're stuck. Jasper has a feature that transforms one brief into various content pieces for different communication channels. For more information on its content strategy features, check out this link.
  • Jasper also has a handy brand voice feature, which lets you set a style guide, terms list, and tone of voice for a client. By default, the tone of ChatGPT is quite pompous and theatrical, and it can be tiring to correct it every time. This will save you some time and help you keep communication consistent. This page lists more details.

You can achieve similar features through ChatGPT with some elaborate prompting, but it will take significantly more effort, and you will have to “tweak” every new conversation.

Other AI Tools for marketers

Besides “ChatGPT for marketers” tools like Jasper, there are plenty of solutions out there for more specific features. It would be impossible to give an exhaustive overview, but we recommend checking out the following tools:

  • If you're also responsible for sales and/or operate in a competitive environment, Crayon offers various Competitive Intelligence (CI) features that track your competitors, help with content creation, and track your results.
  • MarketMuse uses AI to analyse your website and give personalised insights to set up a data-driven content strategy. This can help you cut down on the time needed for content planning and back up your strategic choices with key metrics.
  • HeyGen uses AI-generated avatars and voices to create and translate content quickly. It's perfect for short videos and reaching out to new audiences. It’s worth checking out, because trust us: generating video content the ‘traditional’ way can take up a lot of time and effort.
  • We're also excited to try out OpenAI's Sora, which can generate entire videos based on a simple text prompt.

Looking ahead

Of course, the list above is just a snapshot of what’s available in April of 2024. Today’s tools are evolving fast, so it’s difficult to predict what will happen next. However, we see a few trends emerging in the near future that will definitely be interesting for marketers.  

  • There seems to be a growing focus on multimodal capabilities, where AI systems can combine and convert various data formats like text, image, and video. For example, you could submit a hand-drawn sketch along with typed instructions and receive a fully functioning website in return
  • As we mentioned at the end of our ‘AI for designers’ blog, 2024 will be the year of AI-generated video content. With tools like HeyGen and Sora already delivering impressive results, we're curious what the coming months will bring.
  • In the long run, we think AI will move from standalone tools to proactive assistants. For example, imagine getting a notification that today is World Cloud Day, complete with a suggested draft for social copy matching your client's voice.

Whether you’re just starting out or looking to refine your marketing approach, we encourage you to experiment with these tools and discover the difference they can make in your storytelling. If you have any questions or suggestions, don't hesitate to reach out!

Let's talk You

I accept all terms & conditions.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Unmute You team photo

- Contact us

Read other blogs

We value your privacy! We use cookies to enhance your browsing experience and analyse our traffic.
By clicking "Accept All", you consent to our use of cookies.